Design gets treated like decoration, the thing that makes a product look nice after the real decisions are made. It’s actually the structure: the way meaning gets built, revealed and experienced.
When I design, I’m not adding ornament. I’m deciding what matters and what doesn’t, and laying out the paths people take through it. The structure becomes the experience.
Good design cuts friction by cutting choices. It puts clarity in the foundation instead of painting it on top, and it respects how fast people want to make sense of things. This is enough. That isn’t.
With everyone piling on options and features, that job matters more, not less: decide what’s essential and make it obvious without an explanation.
The difference between a product that works and one that feels inevitable is almost always structural design. Everything else is a nicer font.
Blurry. The human layer of AI.